The Floor Finder App was undergoing a renovation to offer new, dynamic features. Lumber Liquidators asked Mullen for a video/:30 TV to help promote it. As cool and useful as the app is, we couldn’t make it look too flashy. Lumber Liquidators built their reputation as the lowest-price source of hardwood flooring, and their advertising has deliberately had a less polished feel to it in order to reinforce the idea of keeping costs low. Still, it’s an app, it’s cool, it’s useful… we needed to walk a fine line between cool tech and discount prices.